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| 10 ways to keep and get clients
by Derald Schultz |
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Realistically, it will be impossible
to keep every client due to any number of factors; the marketing
director you've worked with for years leaves or another design
firm offers a "loss leader" project. While some scenarios are
out of your control, many are not and taking a proactive stance
can do wonders.
First of all, keep in mind that you don't work with a company,
you work with people. They want to be treated well, understood
and reap the benefits of your creative efforts. The following
is what I consider core ideas for being a success in business
and in life.
Treat Everything As Urgent
Clients want to know that they and their projects are important
to you. One way to reflect that is to return calls and emails
promptly. This is especially important with a prospective client,
there is a lot to the old saying, "you never get a second chance
the make first impression." If they have a question or need
concerning their project, drop everything and focus on it. If
you don't know the answer, ensure them that you will find out
and get back with them quickly. Then treat it like a game and
see how fast can you solve the problem. It is personally rewarding
to hear a prospect or client remark at how quickly you resolved
the situation or returned their call.
Live Up To Your Commitments
If I could only pick one aspect for my business this would be
it. Dealing honestly with others in business and in life is
the building block of long-term relationships. If you say the
project will be done on a certain date do everything in your
power to make it happen. Admittedly, I have lost projects because
I knew I could not make a deadline and I said so. Many will
promise anything to get the work and then blame others for the
delay. They will get the project and maybe a few more until
a pattern surfaces, however it won't for the future and it certainly
won't get you referrals, which is the best marketing you can
have.
Of course, there will circumstances beyond your control, but
take that into account and communicate it in the beginning...not
after you've missed a deadline. If a client's needs are time-sensitive
make them aware that final approval is required by a specified
date. There is nothing emptier than an excuse, so be earnest
and live by your word. You and your client will sleep better.
Make Friends First
This certainly won't be possible with every client, but it is
worth exploring without being intrusive. Work is just like life;
sometimes the chemistry is there and other times it is not.
Offer to take them out for lunch or meet at their favorite coffee
bar. Have a genuine interest in getting to know them outside
the work environment.
Keep in mind that superficial efforts will do more harm than
good, so if you're not a "people person" you may not want
to venture down that road. Also, be sensitive in your approach
if it is a male/female working relationship, so there are no
misunderstandings about your interest. Some clients prefer
the
"just business" relationship and that's fine, so let it
rise to a level that's comfortable for them.
Be Protective
As a designer you are privy to confidential information such
as a new product or a change in a company's direction. Whatever
it is you need to be discreet in what you relay to other colleagues
or vendors. You have a trusted position that has taken time
to acquire and breaching that can have disastrous effects.
In all your dealings with them you should have the same protective
attitude you have toward your own family.
Be Positive
Over the years I have seen many designers berate their clients
over their lack of design knowledge or business practices. Speaking
negatively to others in their company or those in the production
chain will eventually get back to them and it can break a relationship
permanently. At the very least you put yourself on the road
to being "out" as soon as another design firm approaches them.
Additionally, you should never speak negatively about others
to your client. It will cause them to think, "what are they
saying about me behind my back?" Always apply the "Thumper Rule"
to any business communications; if you haven't seen the movie
"Bambi", there is a line in which Thumper tells Bambi, "if you
can't say something nice don't say anything at all!"
Be Flexible
Things change and so will your client's needs and wants. Resistance
to deviate from normal procedures will reveal a preference
for
your needs over theirs. Everyone has dealt with business that
elevates company policy over common sense. We've all felt
the
frustration from a store employee who says, "sorry ma'am that's
our policy." You leave feeling mistreated and statistics show
that you will tell a minimum of 10 people what happened to
you.
The client/designer relationship is no different.
Even if it costs you a little time and money, see the big picture
and make every effort to meet your clients needs. If it is not
too unreasonable just be friendly and mention that you are happy
to make an exception in this one instance. Bending a little
will go a long way in forming a lasting relationship.
Some clients do push and have unreasonable demands because their
top criteria may be to see how much they can get for free or
to exert control. Ultimately, they will never be happy with
you or anyone else so it may be time to reevaluate the worthiness
of keeping them.
Treat Their Money Like Yours
Put yourself in their position when it comes to money. Take
into account everything you do concerning your client from the
suggestions you make to the type of paper you specify; are you
working in the most cost-effective manner possible? Without
this attitude you may eventually be losing your own money when
the client goes with someone else. If you save them money let
them know it. They will appreciate the fact that you are out
there watching over their budget and have their best interest
at heart.
Be Patient
A client may say they will get back to you tomorrow, then you
don't hear from them for several days. Remember that many things
occur behind the scenes that you are not aware of. An don't
expect your client to have the same level of design experience
as you...that's why they hired you! Always be ready and willing
to explain even the simplest of things, because what you take
as common knowledge may not be to them.. Educating your client
should be considered part of the design process and, ultimately,
it will make future projects easier for both of you. Communicate
that you are an intelligent colleague who is there to serve
them. Clients tend to have even less experience with printing
due to its technical nature, so be prepared to have several
options for them and explain each one.
Listen, Listen, Listen
Nothing frustrates me more than being interrupted in mid-sentence
and the feeling that the other person is more interested in
their own response than in what I have to say! Be clear and
concise when you speak to a client and have a mental outline
of what you want to convey in a phone call or a meeting.
I start a conversation by stating the purpose of my call. For
example, I may say, "good morning Janet I have three areas
of
your project I need your input on." I explain the first one,
then I listen to there response. This approach empowers and
engages the client in the conversation and sets the tone and
pace for gaining the information in a friendly and effective
way.
Be Professional
Anything that involves a client directly or indirectly requires
a "think before you speak or act" attitude. Never, never,
never take things personally; it is business and it requires
a business-like
attitude. You are there to make recommendations based on your
knowledge and experience. Design is a very subjective profession
in its level of quality and value. Whatever opinion a client
has is valid and it should be treated as such.
There certainly will be times when you are treated poorly; not
everyone is as honest or mature as we would like them to be,
but generally that is the exception not the rule. When it happens,
maintain your professionalism, rise above it and make all your
short-term decisions on maintaining the relationship. Remember,
you always have the power to decline anyone's work.
Conclusion
Your position should always be one of honesty, courtesy, discretion
and concern for your client's best interest. Someone once
said,"the best manager is a slave to his employees." That's
the same attitude you should have about your clients; serve
them well
and you will be rewarded not only financially, but in the relationships
you build with them. You may even develop a new friendship
and
that's an added bonus.
Copyright © 2004 Mediarail
Design, Inc. All rights reserved.
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